WhatsApp’s Origins and Purpose
WhatsApp was the brain child of Brian Acton and Jan Koum who met whilst working at Yahoo! in 1997. The two college graduates became friends and in 2009 they decided they wanted a piece of the booming tech scene, launching WhatsApp which they had designed for use on Apple’s iPhone.
The product was initially designed to track users’ work statuses and to show availability during working hours. However it soon developed into a messaging platform. The platform secured $250,000 in seed funding and proceeded to be available for both Blackberry and Android. Initially created as a payed for product it switched to a free model as its popularity increased.
WhatsApp continued to grow in popularity largely due to the fact it was able to communicate across different types of devices, such as Android to Apple as well as internationally. Facebook acquired the company in 2014 for $19 billion. It is now one of the biggest communication platforms in the world.
Defining a Social Media Platform
Social media is widely used across the world. In fact it’s estimated that there are an incredible 4.9 billion people across the world who are users. This number is expected to grow to 5.85 billion by 2027. The average user uses between six and seven platforms each month. Facebook is the most popular platform with 2.9 billion users a month whilst YouTube has 2.5 billion users. Social media has become a part of our day to day lives with the average person spending a significant 145 minutes a day on social media.
Social media platforms have evolved from being simply ways to socialise and interact with peers and friends online. They are now interactive digital channels that incorporate the sharing of ideas, media and other information. The content on these sites can include texts, images, GIFs and videos.
It’s evident that social media has revolutionised everything from how we connect and socialise, receive news, through to how we shop. Platforms encompass everything from sharing content to viewing videos. But there are differences between messaging vs social media platforms.
So, what exactly defines social media and is WhatsApp a social media platform?
Broadly speaking social media fits into one of four categories.
- Social networks- These are platforms such as Facebook and Twitter which focus on users building relationships and communities with brands, friends and family, and strangers. Typically they incorporate sharing photos or content, updates and opinions. Users can connect with or follow other users depending on their interests, or for social connection.
- Media sharing networks- This includes platforms such as Instagram, Snapchat, TikTok and YouTube. These platforms focus on sharing photographs, videos and other media.
- Discussion forums- This includes platforms such as Reddit. These platforms are focused on discussion and asking questions. This can vary from serious advice on personal matters, discussion around culture and subcultures through to silly or humorous group threads.
- Consumer reviews- This includes apps and platforms such as TripAdvisor and Yelp. These platforms allow users to review brands and businesses (such as restaurants and hotels) and offer critique and ratings for other users to make decisions when looking to purchase goods or services.
The varied nature of these platforms shows that social media has evolved from “scalable sociality” and is now a space for diverse activities which also incorporate a social aspect. The definition of what constitutes social media is constantly evolving but these categorisations illustrate the common characteristics typical amongst all platforms: connection, sharing of media, influencing and peer related review.
WhatsApp as a Messaging App vs. Social Media Platform
WhatsApp is the most commonly used messaging app in the UK. In fact 76% of adults have used it in the last three months and two thirds of UK adults (65%) use it as their main form of online communication. This is a significantly higher proportion than other platforms. Messenger is the second most used (18%) with iMessage the third most popular (6%).
Globally WhatsApp has 2 billion active users on a monthly basis. In some parts of the world it holds a hugely significant monopoly. For example, in Nigeria 95.1% of the digital population are monthly users, in South African 93.9% and in Brazil 93.4% of internet users engage with WhatsApp.
WhatsApp is clearly a dominant force in the messaging market. But it also has a number of features that are similar to a social media platform.
- Group chats and broadcast messages: WhatsApp’s group messaging capabilities allows users to interact with multiple users at once in a way that is similar to broadcasting a message or making a post on a social media site. This collective experience echoes the community and mass communication model that many social media platforms foster.
- WhatsApp Status: WhatsApp allows users to post a status. This can be in the form of whether they are online or available or in more detail. For example, “In a meeting” or “At the movies”. These descriptions of a user’s personal life are similar to the status updates or descriptions found across multiple social media platforms.
Features that Make WhatsApp a Social Network
As WhatsApp has continued to grow and change it has developed a number of features that mirror those of a social network.
- Community building and sharing of media: Broadcast channels and group chats allow users to interact with one another in a community focused fashion, much like the ways platforms such as Facebook or Twitter do when users create a post and invite their wider networks to interact or comment. WhatsApp also allows users to share media- such as GIFs, videos, photos or files- rather than simply text based messages. This is similar to many social media networks which allows users to share media with one another.
- Diverse methods of communication: Over time WhatsApp has introduced methods of communication beyond simply messaging. This includes video or voice calls which are possible internationally, but without international charges.
- Potential for dissemination of news and information: WhatsApp’s push notification feature means that it is an important tool in disseminating news or updates. The Channels feature has been embraced by press organisations the world over, the New York Times is the most popular publication reaching 12 million subscribers via WhatsApp. Its ability to integrate with other platforms such as Facebook or Instagram mean that it is also an easy way for users to broadcast other information, articles or posts.
- Connection with business and e-commerce: WhatsApp has recently introduced WhatsApp Business which allows businesses and brands to have direct engagement with customers. Businesses can send marketing messages or deal with customer enquiries via the platform. This move towards an e-commerce and business feature is similar to the means by which users and brands are increasingly using social media platforms as a method of marketing and selling to customers.
How Businesses Use WhatsApp for Marketing
There are a number of ways that businesses can successfully use WhatsApp’s marketing features.
1) Sending promotional messages
Businesses can use WhatsApp for SMS marketing messages but without the cost that some messaging platforms entail. Messages can be used to send promotions, shipping updates and other news to customers.
2) Automated communication
The introduction of WhatsApp’s chatbot feature means that businesses can use automated conversation to deal with customer enquiries easily and effectively, on a platform that customers are comfortable with and that they trust.
3) Catalogues
WhatsApp Business has a catalogue feature that allows users to browse products and services without leaving the app. Businesses can use this to showcase new or seasonal products and bestsellers that may be of interest to users. Businesses can include photos, descriptions and links to products for purchase.
4) Communication with employees
WhatsApp Business is also useful in the workplace amongst colleagues. In fact more than 50% of workers use WhatsApp for professional and work related communications. WhatsApp’s group chat feature means that is an easy way to send work related files or updates easily to large groups of colleagues.
WhatsApp’s Role in the Social Media Ecosystem
It’s evident that WhatsApp occupies a unique position in the social media and digital landscape. It is enormously popular as a messaging platform, with significant day to day use and monopoly on how we all communicate in our personal lives. But it also possesses features that make it much more than that. By tapping into features typically found on social media sites it has been able to straddle the two industries, allowing users to elevate their communication and build relationships and communities above and beyond one on one messaging interactions. The fact that it is so widely adopted as a messaging platform first and foremost means that as features have evolved users have happily transitioned into using it for social media type interactions.
The introduction of WhatsApp Business has further increased its social media status. It is now becoming an important marketing and sales tool for businesses and brands. WhatsApp’s unique position makes it an important consideration for brands’ marketing strategies moving forward.
Conclusion: WhatsApp in 2025
By establishing themselves as a trusted and accessible messaging and communication platform, WhatsApp has laid the groundwork to be an important player in wider social media communication, brand influence and social networks in 2025. As we move into the new year brands need to focus on how to make WhatsApp work for them.
There are a number of new forthcoming features that mark a significant shift for WhatsApp. It was recently announced that WhatsApp will be offering users an ability to message other messaging platforms, such as Telegram and Signal. Messaging will be available in 2025 and it is hoped that video and voice calls to these platforms will be possible by 2027. This is a feature that has never been possible on any messaging platform before. It is also predicted that 2025 will see WhatsApp’s Newsletter feature continuing to rise in popularity. It’s estimated that newsletters sent via WhatsApp have a 98% open rate whilst email is only 22%.
So, as we move into 2025 it is evident that WhatsApp has moved far beyond its initial status as a messaging app. It is a powerful, global communication tool that incorporates many of the attributes of social media that so many of us rely on and love. But it is also innovating as a marketing and e-commerce platform. Communication is a critical part of any marketing strategy, so it makes complete sense for brands to embrace the marketing tools now provided by one of the world’s most powerful and used communication methods.
